General Mills India (GMI) is going all out to have a greater connect with consumers in South India for its Pilsbury Atta brand. In a bid to increase the consumption of atta (wheat flour) in South India, the company has come up with a new regional campaign featuring cricketer Javagal Srinath.
The brand is trying to increase awareness of the benefits of incorporating whole wheat chapatis/rotis into their diet with the tagline – ‘3 Pillsbury chapatis a day – for active energy!’
The TVC, which has been created by Saatchi & Saatchi, is supported by an in-store poster campaign as well. Starcom has been roped in to design the regional media and ‘in-store’ campaign. The TVC shows a young boy who claims that he can bowl faster than Srinath as he has three Pillsbury chapatis everyday and gets energy from the goodness of whole wheat.
The usage of wheat flour has been on the rise in South India, with the household penetration of branded atta in the South higher than the national average. The consumption is about 25 per cent of the national level.
An official communiqué stated, “This campaign effectively breaks the code of conventional atta advertising with a new message and using a cricketing icon, who is synonymous with energy.”